Arvind Fashion Brands & Sachin Tendulkar to launch True Blue

Arvind Fashion Brands Ltd. announced its joint venture partnership with the legendary Sachin Tendulkar to launch an iconic premium men's wear apparel and accessories brand called True Blue. True to its name, the brand re-interprets traditional Indian heritage in the modern context, making it relevant to the spirit of the global Indian - a modern traditionalist - comfortable in his skin and someone who seamlessly blends - in either New Delhi or New York.

According to the brand, True Blue represents modern India and Sachin Tendulkar being home grown, admired and loved all over the world yet unchanged by success; mirrors the brand DNA and brings in perfect synergy between both the partners. The growing menswear category has been a strong decision maker to launch True Blue. The apparel range designed and led by Sachin's persona will showcase 300 styles inspired from the heart of India. The brand will see its first offline store launch in May 2016 in Mumbai. The brand will launch 25-30 stores across India and plans to target a turnover of INR 200 crores in the next 5 years.
 
At the announcement today, Rajiv Mehta, CEO Arvind Fashion Brands Limited said, "Our expertise combined with Sachin's unmatched love for anything Indian boosted our decision and that brought into play this significant joint venture partnership.”

He further added, "Built and launched with a vision to become one of India's most iconic and admired brands, True Blue is an independent strong brand targeted towards the modern Indian consumer segment, creating a long-term brand equity value. Our apparel aims to dip into every Indian sentiment and it has something to offer to everyone who loves anything Indian with that modern touch to it. We believe the brand has all the right ingredients for its success.”
 
At the launch of his first ever fashion brand, Sachin Tendulkar added "The thought of crafting something highly iconic and that every Indian can talk to has been on my mind for a long time. When Arvind Fashion Brands shared this vision with me, there was a real synergy in our thought. Through our partnership, we will deliver an unmatched and never seen before range of clothing experiences that combine Indian elements with a modern artistic touch to it. You'll see a lot of my own identity in the clothes and I hope you find it as inspiring as I did while creating True Blue!”